Agenda Item Wording:
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Authorize staff to conduct a citywide rebranding process, authorize staff to amend the current contract with We The Creative for brand research and development services, and appropriate $100,000 to cover the cost of the contract.
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Deadline for Action: 8/15/2022
Submitting Department: Administration
Contact Name and Phone Number: Allison Mackey, Communications Manager, 713-4535; Diane Davis, Human Resources Manager, 713-4575
Department Recommendation:
It is recommended that the Visalia City Council:
1. Appropriate an additional $25,000 to cover additional costs of completing the City of Visalia Human Resources Marketing and Branding process; and
2. Appropriate $75,000 to cover the anticipated costs of undertaking and completing the administrative portion of the City of Visalia rebranding (Citywide Rebranding); and
3. Authorize staff to utilize the services of We The Creative by amending the current contract the City of Visalia Human Resources Division currently has with the firm for a total of $150,000; and
Background Discussion:
Citywide rebranding was first proposed in 2019, with staff embarking on seeking quotes and proposals to determine approximate total cost of a potential project. Before this could be brought forward for further direction from the City Council, March 2019 brought the COVID-19 pandemic, and these efforts were halted.
With the intent to move forward once again on rebranding, on March 15, 2021, the City Council reviewed Fiscal Year 2020/2021 mid-year financial report with recommended budget appropriations, and the City began the process with the Capital Project Request of City Rebranding for $50,000 for only the Human Resources marketing and branding services. This authorization allowed City staff to plan for the rebranding and marketing of the City’s HR Division, to put forth all the positive aspects of working for the City organization and living in the City of Visalia.
This rebranding would include updating the City’s identity, image and brand specific to recruitment and retention efforts. Elements were to include improving digital access to be more interactive, user friendly and provide better information and communication, develop a tagline for instant recognition, produce professional videos for recruitment/informational purposes and increase/improve social media presence to attract applicants. The justification for the project indicated, “Over the years working for a government agency has seen diminished appeal and we need to recreate the vision and develop better ways to market the City. Additionally, the information produced could be used by multiple City departments to present a unified message. This effort has implications for employee attraction and retention as well as economic development efforts.”
The Human Resources Division prepared a Request for Proposal (RFP No. 21-22-22) for HR Marketing and Branding services. Three proposals were received and evaluated. The proposal evaluation process included an in-depth review of each proposal as well as an interview with each company, the City evaluation team consisted of Diane Davis, HR Manager; Vanessa Shearer, Management Analyst; Colleen Moreno, Senior Administrative Assistant; and Allison Mackey, Communications Manager. After the evaluation process, each team member scored the proposals based on an outlined criterion. The proposal scores were then tabulated, and the highest scoring proposer was We The Creative, a firm that specializes in public sector clients. We The Creative’s sample portfolio can be found here: www.wethecreative.com <http://www.wethecreative.com>.
On April 4, 2022, HR staff recommended awarding the contract for this RFP to We The Creative in the amount of $75,000 (Account No. 1010-72000/CPO468-999).
City management has long recognized the need for improving its brand, the common perception and associations people and businesses have with Visalia, by creating a cohesive and modern look that is appealing and provides a more accurate impression to the public about the community, the City organization and the City location. After seeing the strength of the understanding of the HR Marketing and Branding project, proposal scoring and depth of knowledge and experience with other government agencies in the proposal from We The Creative, it was determined it would be beneficial, in both staff time and resources, to prepare a Scope of Work for the Citywide Rebranding and request that We The Creative submit a quote to expand the HR scope of work to include the entire City organization. We The Creative agreed to review the Citywide Rebranding scope of work and submitted a quote totaling $74,750.
This Citywide Rebranding scope of work includes:
• Brand Audit
o Provide recommendations on redesigning/enhancing existing templates, marketing and promotional materials and other relevant documents
• Visual Identity Design
o Create a brand visual identity based on knowledge obtained through the branding and communications strategy process
• City Identity, Brand Development and Positioning
o Brand Promise/Key Marketing Messages
o Marketing Tagline
o Wordmark
o General Use Template Development
o Fleet Branding
o Solid Waste Truck Branding
o Website Content
• Marketing Campaigns
o Develop specific marketing campaigns (including conception, information architecture, creative design, copywriting, and graphic design) that focus on clearly and reflectively marketing the City of Visalia
• Brand Hierarchy
o Provide recommendations on how to best accomplish folding the various City Departments under the unified messaging of the City organization
• Visual Identity Guidelines
o Create a visual identity guidelines document or Style Book
• Photography
o Library of 50 photos
o 20 B-roll,10-20 second videos
• Videography
o A video giving an overview, benefits of living and working in Visalia
The Citywide Rebranding project will be a comprehensive and integrated process, an opportunity for Visalia’s brand to showcase all that Visalia has to offer. While a new visual identity will be part of the process, the project will be a broad ranged, in-depth discussion of who and what Visalia is, the city’s values and its portrayal across the Central Valley, the state and the nation. The project’s foundation will be built from community input, a vital component to ensure that the voices of Visalians are included in each step of the process. This will include, but not be limited to, tours of the community, roundtable discussions and focus groups with City Council, City staff, residents, business, and organizations. Digital surveys will be utilized to explore the energy of Visalia, what community members feel is strong about our history, our present and our future. Through the project’s community engagement components, data points will be collected that will provide We The Creative to further articulate Visalia’s voice, shift perception, gain greater awareness, engender civic pride, and showcase all that our City has to offer.
Fiscal Impact:
The City currently has a Professional Services Agreement with firm We The Creative to complete the rebranding process for the Human Resources Division, for a contract total of $75,000. Staff is requesting an additional $25,000 from the General Fund for HR Marketing and Branding Services to meet the contract amount (This would be in addition to the $50,000 allocated for FY 2020/2021). Additionally, staff is seeking an allocation of $75,000 for Citywide Rebranding services, which would bring the We The Creative project total for contracted services to $150,000.
Prior Council Action: March 15, 2021- City Council reviewed Fiscal Year 2020/2021 mid-year financial report with recommended budget appropriations. At this meeting, the City Council authorized the Capital Project Request of City Rebranding for $50,000. March 21, 2022 - City Council approved Proposed Capital Projects by Fund, Project # ADCP09 City Logo Refreshment for Fiscal Year 2024-25 for a total of $50,000.
Other: None.
Alternatives: 1. Direct staff to remove elements of the HR Marketing and Branding services We The Creative scope of work to reduce costs and cap the project at $50,000 and table Citywide Rebranding to a future date; 2.Direct staff to remove elements of the HR Marketing and Branding services We The Creative scope of work to reduce costs and cap the project at $50,000 with We The Creative, and direct staff to edit the Citywide rebranding scope of work to remove elements to reduce cost and work with Purchasing Division to issue Request for Proposals specifically for Citywide Rebranding.
Recommended Motion (and Alternative Motions if expected):
recommendation
1. Appropriate an additional $25,000 to cover additional costs of completing the administrative portion of the City of Visalia Human Resources Marketing and Branding services; and
2. Appropriate $75,000 to cover the anticipated costs of undertaking and completing the administrative portion of the City of Visalia rebranding (Citywide Rebranding); and
3. Authorize staff to utilize the services of We The Creative by amending the current contract the City of Visalia Human Resources Division currently has with the firm for a total of $150,000; end
Environmental Assessment Status: N/A
CEQA Review: N/A
Attachments: R04405_PR&BACKUP_WETHECREATIVE, PO3127_CorrectedAcctNo.PDF, RFP Scope of Services - Visalia Citywide Rebranding 6.15.22, We The Creative_COV SOWS (HR & Whole City)-22.07.14